Idp Australia - Services Marketing Essay
INTRODUCTION
IDP Education Australia is a not-for-profit organisation owned by all 39 Australian universities. IDP has more than 30 years experience in assisting international students. The main aim of IDP is to provide impartial, comprehensive and updated information to assist students in choosing the right course, the suitable institution and the suitable location to meet their needs. As of 2003, IDP already has over 71 offices across 35 countries throughout the world.
IDP established their first office in Malaysia at Wisma Selangor Dredging in 1989. Since then IDP Malaysia has expanded to open branch offices in Subang Jaya, Penang, Johor Bahru and Kuching (IDP Education Australia, 2001:9). IDP Malaysia has gained a reputation for providing efficient and comprehensive services that have benefited many students over the years.
CLASSIFICATIONS OF SERVICES
The service process can be categorised into four classifications involving: people processing, possession processing, mental-stimulus processing and information processing (Lovelock, Patterson & Walker, 2001).
In people processing services, the customers need to be physically present throughout the service delivery in order to receive the desired benefits of such services (Lovelock et al., 2001:39). Examples of such services include surgery and hairdressing.
In possession processing services, the customers request that the service organisation provide treatment not to themselves but to some physical possession (Lovelock et al., 2001:41). Examples of such services include cleaning services and refuelling.
Mental-stimulus processing involves services that interact with the peoples’ mind and such services have the power to shape attitudes and influence behaviour (Lovelock et al., 2001:41). Majority of the services provided by IDP falls under this categorisation of mental-stimulus processing services. Examples of the mental-stimulus processing services provided by IDP are counselling and general
IDP Education Australia is a not-for-profit organisation owned by all 39 Australian universities. IDP has more than 30 years experience in assisting international students. The main aim of IDP is to provide impartial, comprehensive and updated information to assist students in choosing the right course, the suitable institution and the suitable location to meet their needs. As of 2003, IDP already has over 71 offices across 35 countries throughout the world.
IDP established their first office in Malaysia at Wisma Selangor Dredging in 1989. Since then IDP Malaysia has expanded to open branch offices in Subang Jaya, Penang, Johor Bahru and Kuching (IDP Education Australia, 2001:9). IDP Malaysia has gained a reputation for providing efficient and comprehensive services that have benefited many students over the years.
CLASSIFICATIONS OF SERVICES
The service process can be categorised into four classifications involving: people processing, possession processing, mental-stimulus processing and information processing (Lovelock, Patterson & Walker, 2001).
In people processing services, the customers need to be physically present throughout the service delivery in order to receive the desired benefits of such services (Lovelock et al., 2001:39). Examples of such services include surgery and hairdressing.
In possession processing services, the customers request that the service organisation provide treatment not to themselves but to some physical possession (Lovelock et al., 2001:41). Examples of such services include cleaning services and refuelling.
Mental-stimulus processing involves services that interact with the peoples’ mind and such services have the power to shape attitudes and influence behaviour (Lovelock et al., 2001:41). Majority of the services provided by IDP falls under this categorisation of mental-stimulus processing services. Examples of the mental-stimulus processing services provided by IDP are counselling and general
References: 1) Capella, L. M., Mitra, K. & Reiss, M. C. 1999. An examination of perceived risk, information search and behavioral intentions in search, experience and credence services. The Journal of Services Marketing, 13 (3): 208-228. 2) Dr Tarcisius Chin. 2002. 1001 Management terms explained. Kuala Lumpur: Kinta Enterprise. 3) IDP Education Australia. 2001. Australia: The Study Guide (10th ed.): APN Educational Media Pty. Ltd. 4) Lovelock, C.H., Patterson, P.E. & Walker, R.H. 2001. Services marketing: An Asia-Pacific perspective (2nd ed.). Melbourne: Prentice-Hall. 5) IDP Education Australia. 2003. http://www.idp.com; Accessed 13/4/2003.